A photo posted by JAMES CHARLES (@jcharlesbeauty) on Oct 11, 2016 at 1:17pm PDT

Before becoming the new face of the beauty line, Charles had achieved much internet fame from his YouTube videos and Instagram posts. He launched a YouTube channel on Dec. 1, 2015 and has more than 75,000 followers. His Instagram has over 495,000 followers.

Charles is excited to break barriers for the beauty company.

“Breaking gender norms just comes instantly as soon as a boy is comfortable and confident enough to put on makeup. I think it’s so important to love who you are and be comfortable in your own skin,” Charles told BuzzFeed.